Kestrel Lee:
Executive Regional Digital Creative
Director/Integration agent
Specialties: social media, search, gaming and ...
Kestrel Lee:
Regional Executive Digital Creative Director, Zeno Asia
• Kestrel’s innovative and award winning digital and
...
Recent awards:: Excludes above-the-line awards won before 2007
1 Multicultural App Category winner at South by South West'...
Recent awards:: Excludes above-the-line awards before 2007
2 awards at the Singapore Creative Circle Awards 2010: Only int...
Recent awards:: Excludes above-the-line awards before 2007
Singapore’s only winning entry in the 2008 New York Festivals I...
Contents:
- Campaign work in Asia: 2007 to 2010
- Campaign work in China: 2011 to 2013
Kestrel Lee:
Selected digital and integrated campaigns
in the Asia Pacific region
2007 to 2010
HP TouchSmart campaign:
We came up with the idea of Facebook and tagging in early 2007
before Facebook arrived in Asia
The...
Adidas Trophy Raiders Facebook gaming campaign for Southeast Asia
Campaign video: http://www.youtube.com/watch?v=SGV5FdgUG...
Adidas Trophy Raiders Facebook gaming campaign for Southeast Asia
Campaign video: http://www.youtube.com/watch?v=SGV5FdgUG...
Martell VSOP – The Ultimate Start-up Space Entrepreneur Challenge:
http://www.ultimatestartupspace.com.sg/
Campaign video:...
Martell VSOP – The Ultimate Start-up Space Entrepreneur Challenge:
http://www.ultimatestartupspace.com.sg/
Campaign video:...
HP Toyama campaign 2007:
Digital-led Integrated campaign video: http://youtu.be/BENvkqRaaLs

The most successful award win...
HP Toyama campaign 2007:
Direct marketing mailer
HP Toyama campaign 2007:
Campaign EDM and website
HP Toyama campaign 2007:
Mobile viral video: http://www.youtube.com/watch?v=kogGY6pI2sY
HP Asia-Pac Business PC campaign:
A self-help book approach to show IT Managers and Business owners what
type of cost savi...
Hobby: Volunteering for causes with my digital expertise such as this United Nations campaign:
Spread by word of mouth on ...
Kestrel Lee:
Social media and integrated
campaigns in China
2011 to 2013
Dove Gifting’s Chinese Valentine’s Campaign
https://www.youtube.com/watch?v=x9Yq-ASSc78
https://www.youtube.com/watch?v=ir...
Dove Chinese Valentine’s Day campaign
We were asked to do a campaign to drive Dove chocolates gifting sales in the 3-4 wee...
Nippon Paint: Color Beijing Project: https://www.youtube.com/watch?v=I77PUJmpOns
From a brief where the client merely want...
First of its kind Augmented Reality experience: users can
personalize 3D visuals, upload pictures and messaging
content to...
Dove Gifting campaign: Bringing gifting to life via Augmented Reality
Dove enhanced gifting campaign: https://www.youtube....
Integrated experiential campaign
1. AWARENESS

2. ENGAGEMENT

3. PARTICIPATION &
INTERACTION

KOLs/WOM
SNS

.

Brand Socia...
Dove Chocolates AR experience: PC-based
Sender of the gift: Tailor-making a Dove gift purchase is fun as he can upload
pic...
Dove Chocolates AR experience: PC-based
Gift recipient: When viewing this 3D AR gift experience, the site screen captures ...
AR 3D messagingIOS & Android apps:
http://itunes.apple.com/cn/app/de-fu-you-xin-yi/id485266969?mt=8
http://youtu.be/T72Imw...
AR 3D messagingIOS & Android apps: Gift recipient
http://itunes.apple.com/cn/app/de-fu-you-xin-yi/id485266969?mt=8
http://...
CONTINENTAL TIRES CHINA
integrated advertising campaign:
Print, OTV, Social Networks, Outdoor ads
•

Get the Chinese motor...
恶搞历史四大名著病毒视屏:‘水浒’奇想篇
Unilever’s viral video campaign to relaunch its Zig Zag popsicle brand in China:
http://v.youku.com/v...
恶搞历史四大名著病毒视屏:‘红楼梦’奇想篇
Unilever’s viral video campaign to relaunch its Zig Zag popsicle in China
http://v.youku.com/v_show/...
Unilever’s Zig Zag popsicle viral video campaign
http://v.youku.com/v_show/id_XNDgwODEyNjEy.html
Challenge
Unilever is rel...
Developing social and mobile apps for beauty clients: Lux & L’Oreal
Clear product HTML site with “game-fication”
• First time ever for Unilever: A non-flash design while introducing a game-l...
Clear product HTML site with “game-fication”
• First time ever for Unilever: A non-flash design while introducing a game-l...
MANAGING CREST
REPUTATION IN A
CRISIS
ENGAGEMENT
CHALLENGE

A tweet on Sina Weibo, China’s largest and most
influential mi...
Kestrel digital, social media and integrated campaigns
Kestrel digital, social media and integrated campaigns
Kestrel digital, social media and integrated campaigns
Kestrel digital, social media and integrated campaigns
Kestrel digital, social media and integrated campaigns
Kestrel digital, social media and integrated campaigns
Kestrel digital, social media and integrated campaigns
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Kestrel digital, social media and integrated campaigns

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This is a shortlist of the digital, social media and integrated campaigns that I have done since 2007 to 2012. I did not include my above the line work in TV, radio and print in this deck.

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  • We were asked to do a campaign to drive Dove gifting sales in the 3-4 weeks before Chinese Valentine’s Day. Mindful that Chinese netizens looked online for gift ideas for their loved ones, the agency brought to life an online romance that grew sales and momentum via social networks. The results:Dove Gifting sales grew by 226% during that period (i.e.50% of the sales for all Dove chocolates.)3,272,391 unique impressions on major social networks, which was 765% of the KPIsCampaign content brought 848,359 click through traffic from social networks47,683 retweet/sharing of his post on major social networks.34,328 comments on Ma Jin’s project on social network.Campaign became a leading search trend titled “Carriage boy”Reported in the newspapers without paid media budgetLast but not least, a happily married couple
  • Kestrel digital, social media and integrated campaigns

    1. 1. Kestrel Lee: Executive Regional Digital Creative Director/Integration agent Specialties: social media, search, gaming and game-fication plus content marketing and storytelling, as well as leading and developing digital-led integrated campaigns.
    2. 2. Kestrel Lee: Regional Executive Digital Creative Director, Zeno Asia • Kestrel’s innovative and award winning digital and integrated campaigns for global brands such as adidas Martell VSOP, Mars, Unilever, HP and Microsoft have won his clients accolades. His Martell VSOP campaign attained 26.3 million search listings for the campaign on a budget of US$3500, while his adidas Facebook gaming campaign recruited 130,000+ fans in 6 weeks with zero paid media. • With 13 years of experience in leading integrated and digital campaigns in Asia and winning more than 100 digital, creative and effectiveness awards, Kestrel is also a an unofficial digital consultant to L’Oreal, P&G and Unilever in China and Asia, as well as being an invited correspondent with Thoughtful China, The Shanghai Business Review and China AdSmack. For more details, check out: http://sg.linkedin.com/in/kestrellee
    3. 3. Recent awards:: Excludes above-the-line awards won before 2007 1 Multicultural App Category winner at South by South West's AppyAwards: Only winning app entry from Asia. 3 campaign features in Contagious magazine 2012 (Dove), 2010 (Martell) & 2009 (HP) 2 Finalists at Asian Effectiveness Marketing Awards 2011: • Best integrated marketing campaign • Best small budget marketing campaign 3 Wins at Asian Effectiveness Marketing Awards 2010: • - Gold Medal - Promotions Marketing • - Silver Media (Outdoor) - Promotions marketing • - Bronze Medal - Beverages: Alcoholic 1 AWARDS (Australia) Finalist - integrated campaign 1 Shortlist for best integrated campaign at Beijing’s Digital Media Awards 1 Bronze: Spikes Asia 2010 - Event & Field marketing campaign: Only digital/integrated campaign win from Singapore.
    4. 4. Recent awards:: Excludes above-the-line awards before 2007 2 awards at the Singapore Creative Circle Awards 2010: Only integrated campaign to win in Singapore • a. Bronze for Integrated Promotional campaign • b. Bronze for Integrated Communication Campaign One Show 2008 finalist in the integrated campaign category: Asia’s only winning finalist in the integrated category, alongside McCann’s Halo “Believe” campaign, BBDO/Big Spaceship ’s HBO Voyeur campaign, Crispin’s BK Freakout campaign. 4 wins at Spikes Asia/Asia Advertising Awards in 2008: 1 Silver, 1 Bronze & 2 Digital Finalists. 4 wins at the 2008 Asia Interactive Awards: • - Gold for Best Consumer Site, • - Silver for Best Visual Website Design • - Silver for Best Use of Animation, • - 1 Bronze for Best Use of Sound. 3 Bronze awards for site, email and mobile advertising in the 2008 New York Festivals
    5. 5. Recent awards:: Excludes above-the-line awards before 2007 Singapore’s only winning entry in the 2008 New York Festivals Innovative Awards. 1 Official Honoree and 1 Nomination in the 2008 Webby Awards. 1 Singapore Effies’ online finalist in 2008: HP Toyrama. 2 Silvers (Singapore’s only winning entries) in the 2008 Horizon Interactive Awards. Best hardware microsite & outstanding microsite wins at the Internet Advertising Awards. 2 Silvers at Hong Kong's 2007 Digital Media Awards for Integrated and Digital categories. 3 Silvers and 5 Bronzes at the Singapore Creative Circle Awards for HP campaigns: My agency, Arc Worldwide/Leo Burnett, won the most awards in the digital category. 1 Interactive Finalist at 2007 Golden Drum for HP Toyrama 1 Finalist at 2007 Singapore Effies for HP Inkjet Crayons Campaign.
    6. 6. Contents: - Campaign work in Asia: 2007 to 2010 - Campaign work in China: 2011 to 2013
    7. 7. Kestrel Lee: Selected digital and integrated campaigns in the Asia Pacific region 2007 to 2010
    8. 8. HP TouchSmart campaign: We came up with the idea of Facebook and tagging in early 2007 before Facebook arrived in Asia The beauty of this Asia-Pacific region campaign is that it revolves around an unique social networking portal that allowed people to tag their pictures, as well as tagging their music pieces to their photo albums or the albums of other people on the site and vice versa. This was done before Facebook arrived in Asia, before Facebook introduced photo-tagging, which made it such a hit with people in the world today. http://www.youtube.com/watch?v=CqXkfvErPsU
    9. 9. Adidas Trophy Raiders Facebook gaming campaign for Southeast Asia Campaign video: http://www.youtube.com/watch?v=SGV5FdgUG5U Deployed on adidas’ global Facebook page: www.facebook.com/adidasfootball With this adidas Trophy Raiders campaign, we gave the fans the power to change club history for Real Madrid, Liverpool FC, Chelsea FC, FC Bayern Munich and AC Milan on Facebook. While hardcore club fans seek to safeguard clubs’ trophies or victories, casual gamers on Facebook playfully stole these trophies away to change their clubs’ history with each successful raid via history-changing game notifications. Without the use of any paid media as traffic drivers, thousands of new fans participated in a mass hunt of fans codes on blogs, forums and twitter profiles for fans codes that can give them raiding points to steal trophies. In less than 6 weeks, the adidas football Facebook page gained over 130,000 new fans from 4 Southeast Asian countries with a 30% jump in sales of club jerseys (a key campaign KPI).
    10. 10. Adidas Trophy Raiders Facebook gaming campaign for Southeast Asia Campaign video: http://www.youtube.com/watch?v=SGV5FdgUG5U Deployed on adidas’ global Facebook page: www.facebook.com/adidasfootball
    11. 11. Martell VSOP – The Ultimate Start-up Space Entrepreneur Challenge: http://www.ultimatestartupspace.com.sg/ Campaign video: http://www.youtube.com/watch?v=36h1rKVn6iI Campaign deliverables award submission page: http://our-idea.net/martell/spikes/d01/index.html
    12. 12. Martell VSOP – The Ultimate Start-up Space Entrepreneur Challenge: http://www.ultimatestartupspace.com.sg/ Campaign video: http://www.youtube.com/watch?v=36h1rKVn6iI Campaign deliverables award submission page: http://our-idea.net/martell/spikes/d01/index.html Martell VSOP brand was associated with the older Chinese-speaking crowd. To engage English Singaporean speakers, we gave a challenge: "If you have 760 sq ft of shop space at Clarke Quay, what would you do with it?" Entrepreneurs were asked to send in their start-up ideas as videos and Martell VSOP was able to successfully engage them, while transforming them into brand advocates. This drew the attention and support of venture capitalists for startups while key entrepreneur bloggers aggressively blogged about the campaign and getting their fans to support the campaign. This was a clear seismic shift to a more progressive and entrepreneurial brand perception for Martell VSOP. Campaign accolades as digital lead: - Free monthly coverage by 100 blogs, forums and social networks with large followings in Singapore. - 26.3 million search results for the phrase “ultimate start up space” with a 40% jump in search traffic. - 29,442 accumulated fans on Facebook and 60,111 followers on Twitter - 2.4 million unique views on all social media. - Developed a creative take-over of the Facebook group page via a self-created Facebook banners: http://www.youtube.com/watch?v=-m9QDG4Mh0
    13. 13. HP Toyama campaign 2007: Digital-led Integrated campaign video: http://youtu.be/BENvkqRaaLs The most successful award winning user generated content campaign of 2007 in Asia with over 18,000 search results on Google.
    14. 14. HP Toyama campaign 2007: Direct marketing mailer
    15. 15. HP Toyama campaign 2007: Campaign EDM and website
    16. 16. HP Toyama campaign 2007: Mobile viral video: http://www.youtube.com/watch?v=kogGY6pI2sY
    17. 17. HP Asia-Pac Business PC campaign: A self-help book approach to show IT Managers and Business owners what type of cost savings they will achieve by investing in HP Business PCs.
    18. 18. Hobby: Volunteering for causes with my digital expertise such as this United Nations campaign: Spread by word of mouth on Facebook, the campaign generated interest among indie musicians to create songs that sound out the need to free women trapped in human trafficking. The website calculates every interaction on the site as an action that sounds out against the evil of human trafficking. The music content was later re-used as a CD direct mailer sent to the other UN departments and the US embassy: http://soundout.sg
    19. 19. Kestrel Lee: Social media and integrated campaigns in China 2011 to 2013
    20. 20. Dove Gifting’s Chinese Valentine’s Campaign https://www.youtube.com/watch?v=x9Yq-ASSc78 https://www.youtube.com/watch?v=ircfefIbz3E Using the passion of lovers to find online inspiration for CVD celebrations, a real life love story was encouraged to drive sales and bring a brand to life. This became an unexpected viral hit in China.
    21. 21. Dove Chinese Valentine’s Day campaign We were asked to do a campaign to drive Dove chocolates gifting sales in the 3-4 weeks before Chinese Valentine’s Day. Mindful that Chinese netizens looked online for gift ideas for their loved ones, the agency brought to life an online romance that grew sales via social networks. Results • Dove Gifting sales grew by 226% during that period (i.e. 50% of the sales for all Dove chocolates). • 3,272,391 unique impressions on major social networks i.e. 765% of the KPIs. • Campaign content brought 848,359 click through traffic from social networks. • 47,683 retweets of campaign content on major social networks. • 34,328 comments on Ma Jin’s project on major social networks. • Campaign became a leading search trend titled “Carriage boy”. • Reported in the newspapers without paid media budget. • Lastly, a happily married couple. Background • As China became a first world country, some traditional festivals have become overlooked by its increasingly cosmopolitan population. • This was the case with Chinese Valentine’s Day on 6 August 2011. It honors a legend of a cowherd who can only meet his fairy wife across a bridge of flying herons over the starry milky way once every year. Campaign Objectives • Drive Dove chocolate gifting sales in the 3 weeks before Chinese Valentine’s Day. • Raise brand awareness during the campaign period to protect market share. • To rely on earned and social media due to no paid media budget. Solution • To create a love story online based on the insight that young lovers search online in the weeks before Chinese Valentine’s Day for inspiration to express their love. • To create this tribute to true love, the story was told via relevant and fun content updated and spread organically daily through Sina Weibo (similar to Twitter). • This real life story sought to raise brand affinity between Dove gifting and Chinese Valentine’s day to raise top of mind brand recall during Valentine’s day purchases. • Through social media listening, the agency identified interesting prospects who had tweeted on Weibo that they wanted to do something special for their girlfriend. • Ma Jin, an established industrial artist, was identified as an ideal prospect due to his declaration of love and his part art works • SapientNitro Shanghai offered to help fund his tribute to love via an art piece made from Dove gifting products, while helping him to tell his story of love on Sine Weibo. • We asked Ma Jin to ask via social media to help finish his artwork for heart-shaped containers like Dove’s gift boxes, which are the most commonly found in China • His request and the content uploaded to his Weibo social media page spread like wildfire among netizens. It was very successful in raising brand affinity between Dove chocolates gift boxes and Chinese Valentine’s Day.
    22. 22. Nippon Paint: Color Beijing Project: https://www.youtube.com/watch?v=I77PUJmpOns From a brief where the client merely wants us to get consumers to feel the texture of a new paint product, the agency developed an onsite-to-online integrated campaign like none other,. Using 20 illustrators, 50 painters, 981 cans & 465 colors of Nippon Paint, and 1,500 man-hours, we used the paint to brighten the city’s spirits.Each of the 5, 120 meters long, 100% hand-painted murals celebrated the Colorful Side of Life in Beijing, through uniquely Chinese themesto encourage the Chinese people to celebrate the best moments of their lifetimes. Webcams were places in hidden locations to capture the interactions of the consumers to the art pieces for social media content seeding to drive talk value on social networks. This led to the campaign images being picked up by mainstream media with 1.2 million RMB free media coverage.
    23. 23. First of its kind Augmented Reality experience: users can personalize 3D visuals, upload pictures and messaging content to create a unique tailor-made AR gift experience. https://www.youtube.com/watch? v=TUQmzUT43E0
    24. 24. Dove Gifting campaign: Bringing gifting to life via Augmented Reality Dove enhanced gifting campaign: https://www.youtube.com/watch?v=TUQmzUT43E0 http://v.youku.com/v_show/id_XNDgwNTMxMjA0.html Campaign background: With the growing affluence of the Chinese consumers, people grow so used to giving and receiving gifts that gifting has lost its meaning. As the leading chocolate brand in China, Dove sees this decline in meaning as gifting as a key challenge to its strong market share in the chocolate gifting category. Campaign Solution - Use Augmented Reality (AR) to bring Dove gifting to life as each Dove chocolates gift box can now come with a tailor-made gifting experience for the sender and recipient. - By allowing customization of 3D visual, photo, animation and messaging experiences, gift senders can create an interactive e-card or message to complement their Dove chocolates gifts to recipients. The recipient can share a video or pictures of his or her gift experience via social networks. - To promote this new brand-driven digitized product experience, the agency provided creative direction and ideas across TV channels, point-of-sales, outdoor, online videos, social media, ePR, websites plus iOS & Android mobile platforms. Campaign Results -The viral video had more than 3.2 million views in Dec with more than 130,000 topic click-throughs in all major China forums in the first week! App downloads numbered over 100,000 with over 1 million Weibo tweets about this new gifting experience. -More than 3.1 million participants used this AR enhanced gifting platform to create interactive brand-driven 3D gifting experiences from 5 December 2011 to February 2012. Participants created > 3.1 million AR enhanced gifting experiences.
    25. 25. Integrated experiential campaign 1. AWARENESS 2. ENGAGEMENT 3. PARTICIPATION & INTERACTION KOLs/WOM SNS . Brand Social Channels Banners DOVE AUGMENTED REALITY PLATFORM SIGN UP / LOGIN In-store Promotions Viral Video TV Commercial: http://youtu.be/FViPST2Evjs DOVE WEIBO DOVE YOUKU ANDROID IOS
    26. 26. Dove Chocolates AR experience: PC-based Sender of the gift: Tailor-making a Dove gift purchase is fun as he can upload pictures into the AR experience, pick 3D visual effects and write a personal message that becomes an interactive 3D e-card experience.
    27. 27. Dove Chocolates AR experience: PC-based Gift recipient: When viewing this 3D AR gift experience, the site screen captures her pleasure automatically for sharing to the sender via social media.
    28. 28. AR 3D messagingIOS & Android apps: http://itunes.apple.com/cn/app/de-fu-you-xin-yi/id485266969?mt=8 http://youtu.be/T72ImwqBvoo Features: photo-taking app with customizable messaging, photo upload plus playable 3D visual experiences to create the world’s first fully customizable AR experience from visuals, animation to text. Runs Dove AR App and click on “Discover a new experience” Camera is activated, runs AR to customise animation 3D visuals & write a message Preview your interactive tailor-made 3D gifting messaging experience. Prepare to share it with a customized Weibo hashtag Generates Code/unique URL for tracking and for sharing on other SNS
    29. 29. AR 3D messagingIOS & Android apps: Gift recipient http://itunes.apple.com/cn/app/de-fu-you-xin-yi/id485266969?mt=8 http://youtu.be/T72ImwqBvoo Features: photo-taking app with customizable messaging, photo upload plus playable 3D visual experiences to create the world’s first fully customizable AR experience from visuals, animation to text. Runs Dove AR App and clicks Receive AR gift Camera is activated, runs AR to see message Clicks photo capture to prepare to share it on Weibo Type thanks or captions with a customized Weibo hashtag Generates Code/unique URL for tracking and for sharing on other SNS
    30. 30. CONTINENTAL TIRES CHINA integrated advertising campaign: Print, OTV, Social Networks, Outdoor ads • Get the Chinese motorists in Shanghai, Guangzhou and Beijing to think about upgrading their tires after 3 years, a real safety precaution, and changing over to Continental Tires. But Chinese motorists have poor awareness of such a need and low brand loyalty as they are contented to use the tires their cars originally come with • Zeno correctly identified a latent desire and a consumer insight that urban Chinese drivers love to do road trips to decompress. They tend to prefer to wait until the 2 long public holiday breaks in the year for such trips, which create massive traffic congestion. • So what if Conti Tire reminds stressed urban drivers to take more short road trips any time to avoid the jams, and incentivise this behavior change with attractive prizes and free tire checks for those who have a car for 3 years? • Popularizing a social meme i.e. 3-year itch, the campaign succeeded in getting urban car drivers to get away from their city life routine, using social media content and channel marketing, as well as a viral films, website, bus ads, print ads, banners and online and search. 37
    31. 31. 恶搞历史四大名著病毒视屏:‘水浒’奇想篇 Unilever’s viral video campaign to relaunch its Zig Zag popsicle brand in China: http://v.youku.com/v_show/id_XNDgwODEyNjEy.html On Youku with more than 7.25 million views and 15,979 comments after just 2 weeks: http://v.youku.com/v_show/id_X Mzk4MDY5NDEy.html
    32. 32. 恶搞历史四大名著病毒视屏:‘红楼梦’奇想篇 Unilever’s viral video campaign to relaunch its Zig Zag popsicle in China http://v.youku.com/v_show/id_XNDgwODEyNjEy.html On Tudou with more than 14 million views after just 2 weeks: http://www.tudou.com/pro grams/view/ng3h4V5AjqI/? fr=rec1&FR=LIAN
    33. 33. Unilever’s Zig Zag popsicle viral video campaign http://v.youku.com/v_show/id_XNDgwODEyNjEy.html Challenge Unilever is relaunching its Zig Zag popsicle brand with a new product design. Faced with eye-catching new rivals, it needed to raise the brand profile among young students via social channels. This Chinese market is traditionally a hard one to crack for brands. Outwardly obedient and studious, teenagers can only escape to being their real selves online where they can indulge in behavior or content that challenges social norms, school icons and culture. Strategy To create an engaging product branding, SapientNitro Shanghai developed a branded content and creative strategy with Unilever. Inspired by ‘boring’ school curriculum, this strategy sought to "prank" the storylines of major Chinese classics in fun and surprising ways i.e. 恶搞历史名著. Based on research insights, the use of familiar material with interesting and cool twists would make teenage students more receptive to the campaign idea as a natural escape from their stressful school schedule. Idea This was accomplished by introducing an alternative reality where the storylines and the fates of various key characters were drastically altered by the attractive cool taste and appearance of the new Zig Zag product. Using fun exaggerated acting styles and the selective use of 2D and 3D animation, the viral videos set benchmarks in various areas including the tasteful use of sexual innuendos and non-mainstream cultural elements like rap to give a different spin to old classic tales known to all. Results Hosting on Tudou and Youku, this campaign quickly became a viral hit on both sites with more than 14 million views and 6 million views respectively after just 2 weeks. The comments for the videos were more than 80% positive due to the surprise entertainment elements and the over-the-top acting and claver use of product placements.
    34. 34. Developing social and mobile apps for beauty clients: Lux & L’Oreal
    35. 35. Clear product HTML site with “game-fication” • First time ever for Unilever: A non-flash design while introducing a game-like experience to its product section.
    36. 36. Clear product HTML site with “game-fication” • First time ever for Unilever: A non-flash design while introducing a game-like experience to its product section.
    37. 37. MANAGING CREST REPUTATION IN A CRISIS ENGAGEMENT CHALLENGE A tweet on Sina Weibo, China’s largest and most influential micro-blogging site, sparked a rumor that based on lab tests, Crest TPS contains no fluoride and has industrial waste substances. This generated 10000+ retweets and comments in a short period of time, spreading negative voice. DISRUPTION DROPPED NEGATIVE BUZZ SIGNIFICANTLY FROM 57% TO 1% By Day 3, negative buzz under control Step 1: Shift the negative voice to positive After assessment, issued an official statement and lab test report were posted on Sina Weibo before distribution to conventional media. This and proactive interaction with KOLs controlled the buzz volume and topic trends for Crest. 7.9MM positive Crest impressions Step 2: Create and drive key positive voice Leveraging a popular social media topic, “Zhenhuan Style”, the first educational tweet “Zhenhuan Style; Toothpaste Ingredient Disclosure” was posted to act as a ‘bridge’ conveying toothpaste ingredient understanding. Step 3: Transforming crisis into opportunity Crest leveraged “Children’s Day” to jointly hold “Children’s Oral Health Education” with the Ministry of Health, attended by officials, 70 oral health experts and 25 influential media. Fluoride endorsement incorporated into a children’s song. “Children’s Oral Health Education” event coverage drew an ROI of 9.5. Within two weeks, negative chatter totally eliminated, positive buzz began

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